Durex, the London Rubber Company trademarked in 1929, is a portmanteau of “Durability, Reliability, and Excellence”. It has gained large market share in many countries, among which China is the fastest growing one , and is now its biggest online market. While the company’s online global sales are currently just upward of 20%, it is believed that in the future, the sales of Durex in China will be more than 50% online.
What’s the secret behind Durex’s marketing success? Let’s take a brief analysis into the social media aspects:
- Weibo Analysis
Durex plays quite well on Weibo platform. Durex official Weibo microblogging account publishes about 3-9 updates every day, and the most concentrated range of updates is among 6-8. As for timing, the distribution of time are 10:00 in the morning, 12:00-13:00 in the noon, and 14:00-15:00 in the afternoon, while from 18:00 to 22:00, about every 1 hour an update would be released.
Durex official Weibo account has been registered since January 2011. Till the end of 2017, about 17,000 Weibo has been released, on average eight microblogging updates every day.
The high-quality posts with a periodic frequence is one of the most important reasons why Durex is widely recognized by the general public.
And what are the characteristics of Durex official microblogging operation? To sum up, Quick reaction at event marketing, easy-understanding style of language, active interaction with fans and the focus on trending topics.
Durex has got a rapid reaction ability, and its successful event marketing is witnessed by all. what’s more, the advertiments focus not only on the mere purpsose of propaganda, but more on the content, something with a certain value. Durex often put products in the scene of daily life in an entertaining and educational manner, taking advantage of the association to the scenes that we may see every day.
However, the language style of Durex’s posts are not very direct, the implicity requests thinking and a little bit of guessing to arrive to the complete meaning. This endows Durex the role as an argument among the friends: Talking about the interesting points in the posts of Durex is also an entertainment of free time.
2, WeChat analysis
Durex WeChat operation team is also awesome, Durex official account is expected to reach 700,000 active users, the average reading of an article is more than 40,000, a small number of hot articles also reaches a reading of more than 100,000.
However, due to Durex’s performance in Weibo, people generally recognize Durex as an active account in Weibo instead of in Wechat, so the users in Weibo may not be the same followers in WeChat so as to remain limited . Durex has Launched surveys to analyse user preferences and attitudes. WeChat also took the initiative of mini-tutorials that serve as “sex consultants” to offer information services.